This is a high-engagement, practice-based lab designed for emerging franchisor leaders who must clearly communicate why their brand is positioned for responsible growth. In this interactive 2-hour session, participants move beyond generic claims by sharpening their brand growth story, pressure-testing their message with peers, and practicing a credible response to one tough stakeholder question using a simple four-move response structure. Rather than attempting to solve every growth challenge, the lab focuses on one practical outcome: each participant leaves with a clearer 90-second growth story that can stand up to questions from franchise candidates, franchisees, lenders, investors, suppliers, strategic partners, and internal teams, and a stronger answer to what the brand’s next smart move should be.

Learning Objectives:
By the end of this lab, participants will be able to:

• Clarify the brand growth story by identifying the market opportunity, franchisee promise, proof of readiness, and next smart move.
• Translate broad claims into specific proof points that make the brand sound more credible to external and internal stakeholders.
• Recognize weak spots in the current message including vague language, unsupported claims, overpromising, or unclear growth priorities.
• Respond to one tough stakeholder question using the four-move structure: acknowledge, reframe, provide proof, and point forward.
• Deliver a concise 90-second growth story that can be used with franchise candidates, lenders, investors, partners, franchisees, or internal teams.
• Identify the next responsible growth priority the brand must communicate clearly as it prepares for the next stage of scale.

Cost: Member $399 / Non-Member $599

Facilitator:
Jerry Akers, Franchisor, Author & CEO · ZDynamix

Note: This session is an add-on to the 2026 Emerging Franchisor Conference and will open for registration when EFC registration does.